Korean skincare has long set the global standard for skincare innovation. Now, a new category is emerging at the intersection of beauty and longevity, and JiYu Skin is positioning itself at the center of it.
“The rest of the world is starting to catch up to what Korean skincare has always understood. Longevity is the next frontier — and we’ve been building toward it from the start.”
— Jen Chierotti, Co-Founder, JiYu
JiYu is a K-beauty brand formulated and manufactured in Korea, built for a global audience, with offices in Miami, Austin, and Seoul’s Gangnam district. Founded by American female entrepreneurs, JiYu has become one of the fastest-growing K-beauty brands in the United States, on track to reach $100 million in revenue in 2026, driven by triple-digit year-over-year growth.
Photo Credit: JiYu Skin
WHERE KOREAN BEAUTY MEETS LONGEVITY
JiYu is built on the same principles that define great Korean skincare: ingredient precision, skin health over time, and formulations that go deeper than the surface. But the brand has taken that philosophy further than most K-beauty brands have yet. Longevity.
The idea is that skin can be supported at the cellular level, not just the surface. JiYu brings Korean ingredient science and formulation precision to actives and delivery systems increasingly studied in cellular health research, working at the level of how skin actually repairs and regenerates over time. The brand integrates Korean ingredient innovation with emerging research in skin regeneration, barrier repair, and long-term skin health, extending the conversation from “anti-aging” to longevity-focused skincare.
“The best anti-aging products in the world come out of Korea. JiYu exists to bring them to everyone everywhere.”
— Jen Chierotti, Co-Founder, JiYu
MADE IN KOREA, BUILT FOR WHAT’S NEXT
Every JiYu product is formulated and manufactured in South Korea, at leading Korean cosmetic manufacturing facilities. JiYu’s Korea-based product development team maintains deep relationships within the Korean beauty supply chain, giving the brand access to active ingredients and delivery systems that require direct relationships within the Korean manufacturing ecosystem. The brand is actively expanding its Seoul-based team, with ongoing hiring across product development, formulation, and market operations to support its expanding Korean presence.
JiYu products are manufactured to the highest international standards and hold certifications including CGMP, ISO 9001, ISO 14001, and ISO 22716. The brand has committed a portion of its recent $6.5 million capital raise to independent clinical research, building the evidence base that the longevity skincare category will increasingly require.
GROWTH DRIVEN BY PRODUCT
JiYu’s rise has been driven almost entirely by product performance and creator-led content rather than traditional marketing. With a strong presence across TikTok Shop, Amazon, and its own Shopify storefront at jiyuskin.com, with meaningful revenue contribution across all three platforms, the brand has built a loyal customer base through repeat purchase and word of mouth, a signal of both product efficacy and growing consumer alignment with its approach to skincare.
The brand is currently building the infrastructure for its next phase of retail distribution and direct Korean market entry, expected in the coming months.
Photo Credit: JiYu Skin
A NEW DIRECTION FOR SKINCARE
As consumers increasingly move toward preventative health, biohacking, and longevity-focused wellness, skincare is evolving alongside it. JiYu represents a shift in how beauty brands are built, combining global supply chain access, Korean formulation expertise, and a long-term view of skin health.
For a brand that launched with a clear thesis of K-beauty science meets longevity thinking, JiYu has found an audience that responds to both.
Disclaimer: Written in partnership with APG.
